Dapper is the first word that springs to mind when thinking about Beefeater 24 the super premium London gin par excellence. So it makes perfect sense that the brand has teamed up with quintessentially British menswear brand, Hackett, to celebrate British style and give modern gentlemen tips to ensure they’re always in fashion.
The expertise of both brands has been pooled to create a series of guides for men around the world – 12 occasions, 12 new cocktails and 12 looks to inform the social circuit in 2015. The Pillars of Style guides see Hackett fashion gurus give tips and suggestions on what to wear for 12 key social occasions throughout the year – from weekends in the country to evenings at the members’ bar. The guides also feature specially created cocktails from Beefeater 24 Ambassador and world-class mixologist Sebastian Hamilton-Mudge.
Sebastian Hamilton-Mudge, Beefeater 24 Brand Ambassador, commented: “Beefeater 24, and its 12 botanicals steeped in pure grain spirit for 24 hours, is a traditional gin with a modern twist, capturing the essence of contemporary British life. This sentiment is echoed by Hackett and both brands are recognised around the world for their quality and their intrinsic links to London and the city’s unique style. The cocktails we have created to mark the partnership are exceptionally versatile and perfectly matched to the Hackett look and occasion.”
Jeremy Hackett – who co-founded the company which now has 130 stores and concessions around the world – said: “We’re very proud to partner with Beefeater 24, a perfect symbol of the wider Hackett lifestyle. How you dress and what you drink are two of the key elements of any social event so it makes sense to combine the expertise of both brands in this way. Both brands are passionate about tradition, with a contemporary twist, and the materials we use to produce the look, feel and taste of what it means to be quintessentially British. It’s a perfect fit.”
The guides mark the latest initiative from the two brands that launched their partnership initially in 2013, by creating the Beefeater 24 Bar at Hackett’s flagship store in London’s Regent, which has attracted guests including model David Gandy and Downton Abbey’s Allen Leech. The bar enables Hackett customers the opportunity to customise their Beefeater 24 gin and tonics with one of three specially created tinctures to reflect Hackett’s reputation for bespoke tailoring.
The Pillars of Style, a series from Beefeater 24 and Hackett, are available now from http://beefeaterginblog.tumblr.com Each month, a new style guide will be available to view and inspire men around the world on what to drink and what to wear on key occasions.